"These labels do not strike me as being funny," she told BBC News Online.

"Telling people that smoking is cool is a dangerous message. That's why people take it up," she said.

"Cigarettes kill 50% of users, many in middle age. It also significantly increases the risks of lung and heart disease and some people even have to have limbs cut off because of circulation problems caused by smoking. None of that is funny."

The Department of Health believes the new health warnings are proving effective.

It said that more than 10,000 people have contacted the NHS smoking helpline looking for help to quit since the labels were introduced.